pharmacyEXTRA

pharmacyEXTRA delivers brand content to the Facebook feeds of highly engaged consumers who follow their trusted, community pharmacy making it a targeted, engaging social media solution from a trusted source.

the situation

For healthcare brands, social media is a challenging issue. Consumers tend not to follow individual brands and the demands of pharmacovigilance make brand owners cautious about social media content despite wanting to engage with their actual and potential customers.

More than 265,000 New Zealanders follow their local pharmacy on Facebook. They are seeking health information from their pharmacist but at an individual pharmacy level the numbers are too small to be of interest to brand owners.

our approach

We met with brand owners, pharmacists and consumers to understand their unique perspectives. Pharmacists wanted access to high quality content that met all regulatory requirements. Consumers wanted quality health information on general health issues and products and brands their local pharmacist trusted and recommended.

Brand owners wanted a way to efficiently communicate their brand messaging to customers using the influence of the pharmacist to drive engagement.

the solution

We designed and built pharmacyEXTRA to host branded healthcare content from suppliers and allow enrolled pharmacies to securely access the content and post it to their Facebook pages. In this way we aggregated the individual pharmacies into a strong network able to deliver content in compelling way from a trusted source.